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Generate increased travel and tourism sales

URN: PPLTT46
Business Sectors (Suites): Travel and Tourism
Developed by: People 1st
Approved on: 30 Jun 2021

Overview

This standard is about contacting existing and potential customers to generate an increase in the level of sales of travel and tourism products and services, and evaluating your success in increasing sales.

The standard is for staff engaged in direct sales of travel and tourism products and services.

When you have completed this standard, you will have demonstrated your understanding of and your ability to:

• Generate increased travel and tourism sales

Performance criteria

You must be able to:

1. Identify sales-drive objectives and targets for generating increased travel and tourism sales and agree them with your manager 2. Identify ways to evaluate the success of sales-drives and agree them with your manager 3. Select potential sales leads according to agreed objectives 4. Identify products and services of potential interest to customers 5. Contact customers and sales leads using the most effective methods in line with organisational procedures 6. Promote the products and services based on previous buying history and potential needs, opportunities for up-selling and switch-selling 7. Adapt sales techniques to match customer reactions 8. Check the information provided to potential customers is valid and matched to their needs 9. Record and store details of the customer contact in line with organisational procedures and current data protection legislation 10. Compare the agreed objectives and the actual sales achieved to evaluate the success of sales-drives, and explain any variations 11. Make recommendations for future sales-drives based on the evaluation and communicate them to your manager according to organisational procedures

Knowledge and Understanding

You need to know and understand:

1. How to identify sales-drive targets and objectives 2. How your organisation maximises revenue through business incentives and sales promotions 3. The place and value of local direct sales-drives in identifying customers’ needs and generating increased travel and tourism sales 4. The main travel and tourism products and services being offered by your organisation’s competitors 5. The types of methods used for researching a customer database to identify potential sales leads 6. The range, features and prices of all available travel and tourism products and services 7. The importance of understanding existing and potential customers’ needs, wants and preferences for travel and tourism products and services 8. The current economic and social conditions that affect travel and tourism product purchasing 9. How the influence of current conditions may impact on customers' reactions to travel and tourism sales-drives 10. The benefits and limitations of the different methods of contacting customers to generate increased travel and tourism sales 11. How to present information to customers and use selling techniques to generate interest in travel and tourism products and services and increase sales, including establishing a rapport 12. The importance of gauging and recording customers' reactions during sales interactions 13. How to adapt your sales approach to meet different customers' reactions 14. How to recognise opportunities to up-sell and switch-sell to generate increased travel and tourism sales 15. The importance of providing only accurate and relevant information to existing and potential customers 16. Your organisational procedures and requirements of current data protection legislation for recording and storing details of the customer contact 17. The different ways of evaluating the success of sales-drives 18. Your organisation’s procedures for making and communicating recommendations for future sales-drives

Scope/range

Sales leads:

a) recent customer enquiries not converted to sales
b) recently returned travellers
c) repeat customers
d) colleague suggestions
e) social media reviews
f) customer review websites

Products and services:

g) core products
h) additional products and services

Methods:

i)  telephone
j)  post
k)  email
l)  SMS
m) social media
n)  online chat

Details of the customer contact:

o) customer information
p) further action
q) sales
r) referrals

Scope Performance

Scope Knowledge

Values

Behaviours

1. Research existing customer base to identify potential leads to sales of selected products and services 2. Build and maintain good relationships with new and existing customers 3. Adapt approach and language used with customers in response to their reactions 4. Identify opportunities for sales in the course of a conversation 5. Identify “buying signals” from customers to trigger closure of the sale 6. Evaluate data, draw conclusions and make recommendations for future sales-drives

Skills

Glossary

Links To Other NOS

External Links

Version Number

2

Indicative Review Date

30 Jun 2026

Validity

Current

Status

Original

Originating Organisation

People 1st

Original URN

PPLTT46

Relevant Occupations

Leisure and Travel Service Occupations, Personal Service Occupations, Senior Customer Service Adviser, Senior Leisure Travel Consultant, Senior Travel Adviser, Team Leader

SOC Code

6212

Keywords

Generate, travel, tourism, sales